Find Your Basis of Conversation on Social Media

Your website doesn’t sell your product; you do. In order to increase conversion rates, you need to sell people on your product or service; even more importantly, you need to sell them on your brand.

How do you do that? Start by finding your basis of conversation. Brands don’t always need to feel inclined to sell. If you focus on building the relationships, the sales will come.

Social media unlocks an opportunity to form meaningful connections with potential customers. It’s about creating content that establishes a personal connection, builds trust, inspires action and takes your customers on a journey with your brand.

Powerful storytelling convinces customers to buy, without letting them realize they’re being sold to. [Tweet this]


Here’s how to share your story:

1. Define Your Brand
People must understand your brand before they can connect with it.

Who are you?
Let’s pretend your brand is a human – how does this person look, sound and interact?

What do you do?
Why does your organization exist? What problem do you solve for your customer?

How do you relate to people?
What values do you stand for? What inspires you? What makes your customers loyal? Why should people feel excited about your brand?

2. Develop Your Basis of Conversation
No matter what industry you are in, or what product or service you are selling, every company has stories to share.  These stories can be used as a basis of conversation with your audience – a way to hook potential customers into dialogue.

social listeningListen (and Converse)
In order to make your content mean something to your audience, you need to understand what your customers care about. If you don’t know, ask.

Establish a core set of beliefs and behaviours that unite your followers, and then start creating content based on this mindset. Use your brand stories to articulate what your brand stands for in a way that connects with what your customers stand for.

Your content should show (rather than tell): where your brand came from; the passion behind your brand; examples of ways your brand serves its customers or clients; and how your brand is committed to making the world a better place.

3. Share Your Stories in Ways That Provoke Engagement and Engender Trust
As explained in the case study Coca-Cola Content 2020, we need to move from one-way storytelling to dynamic storytelling, otherwise we’ll risk creating more noise.

Remember, your audience is already overloaded with information. Help your content rise above the noise with authentic and creative storytelling.  [Tweet this]

Be Selective
Choose two or three core social media platforms – and be great at them. Ensure your content in each channel reflects the audience you are targeting there. For example, you may approach your Facebook fans differently than your LinkedIn network. Alter your content as needed while maintaining a unified presence across the board.

Brand EngagementBe Convincing
Good stories compel your audience to change:

  • The way they feel
  • The way they think
  • The way they behave

Be Powerful
In order to be impactful on social media, you need to evoke emotion from your audience. People remember the way you make them feel. Help them feel good about your brand.

Use the power of storytelling to show your customers the ways your brand can add meaning to their lives. Once you engender trust, people will take it upon themselves to buy your product.

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